By Disobedience to Success: When Brand Value should be Measured in a Different Way than how the Theory Recommends
Brand value building and managing is an interdisciplinary issue with serious impact on company's effective market performance. Knowing this, more and more companies try to extract the competitive advantage of a valuable brand. But there are a lot of practical restrictions that result from unive...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2017-12-01
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| Series: | Economics and Culture |
| Subjects: | |
| Online Access: | https://doi.org/10.1515/jec-2017-0016 |